Most markets will have a number of stations from which to choose, most seeking to differentiate themselves by attracting different audiences. In radio, audiences are typically broken down between male and female listeners by age. When considering which station to use, it’s important to keep in mind whom you’re trying to reach. Don’t simply choose a station because it’s the one you listen to. Choose the one your customers prefer.
You can reach most people using radio as a medium. To be precise, around 77% of adults tune in to an advertising supported AM/FM station. The average listener, spends almost 2 hours (109) minutes per day listening to AM /FM radio. Source: Nielsen Report
You can reach people when they are driving to do shopping. Peak radio usage coincides with when people are driving to work, lunch time and leaving work. Listening is much lower between 8:00 PM and 8:00 AM than during daytime hours. (Nielsen Report)
You can target your advertising very effectively. In the United States, there are over 11,000 commercial radio stations. While there are 50,000 Watt stations which reach large geographic areas. Many stations reach relatively focused geographic areas. By picking the right station, you won’t be reaching people that aren’t potential customers. Furthermore, certain formats (talk, country, pop, easy listening) tend to reach specific demographics, enabling advertiser to target the types of customers that shop with them directly.